Me and my nettology

Main menu

Tag Archives: marketing

Almost ten years ago I was hanging out with some non-game industry friends and we were playing Buzz! – a well known quiz game at the time. I wasn’t working in the games industry yet, but I was well into writing my Masters thesis on MMORPGs, if not completely finished. I was blogging about games here and I was a contributing writer on two other games blogs. I was giving lectures on games and I was constantly procrastinating reading about games. So my friends cunningly tried to avoid the “Video Games” category in the game feeling fairly confident that I would beat their asses without breaking a sweat. Eventually one poor sod had to go up against me. And you know what? I couldn’t get a single answer right. Not one! I didn’t recognize any of the games that were mentioned and I remember the room becoming eerily quiet. My friends were awkwardly embarrassed for me and I was stunned. The only games that were mentioned were kids games that were associated with kids movies. I had no clue about any of them. I didn’t have kids, none of the games blogs I was reading at the time had even mentioned any of these.

Discussing the awesomeness of Firewatch to the a room who hadn’t even heard of it

I think this is one of the first times I really understood how segmented this industry is. And now that I’m in the industry I’m constantly disappointed with the lack of knowledge of indie games when I meet gamers. Last year I was in a panel discussing something about games, I forget the theme, but after the panel had been discussing Firewatch passionately for 10 minutes, I asked the audience who had played or even heard of Firewatch. One person raised his hand acknowledging that he had heard of the game (this may be a slight exaggeration but it was dramatic). We were in a room full of people who play games with a passion.

I remember feeling a bit saddened by this. How can we discuss the awesomeness of games when the general public has only played 1% of them (totally a made up statistic by me)? The value of us discussing it to this crowd is that they probably went home and looked it up after. But it seems too small to me!

With so many indie games struggling to reach profitability and yet the number of gamers seems to be increasing, I wonder if there is something more that we can do to remind the average game consumer that there’s a rich variety of amazing games out there.

From the inside of the industry it certainly feels like the platforms and consoles are doing their best to promote games and they always make sure to bring indie game titles to their shows and more. I think that’s brilliant. But a friend of mine, who recently left the games industry to work for a young and hip internet company called me one day and said with amazement “Linn! These guys haven’t even HEARD of Steam!”.

Defining and reaching a broader market

This has to mean that there’s an untapped market out there, right? How do we tap into that? Here are three of my thoughts on the topic:

A marketing campaign for games in general.I sometimes feel like the world of video games is an exclusive club and it’s

Taken from a Code Kids event at The Bergen Public Library

dangerous to tell others about its wonders and gorgeousness. I guess we’ve just been through a scandelous time because of it. I believe that reaching new markets will take some capital investment. Whilst the industry recognizes that it’s the games from the independent game studios that are pushing the boundaries and coming up with new creative gameplay expressions, more often than not, these studios will not have the funds to market to new audiences. Even if they’re signed with a publisher, I believe the marketing budget is targeted at the audiences that they know.
So I’m wondering if we should gang together and create a campaign to spread the incredible diverse array of games that are out there? I have no idea what it would look like and where to target such a campaign. But I wonder if it would be worth some time and effort to look into what we can do?

More visibility in mainstream media.
This is half the reason why I’m so intent on getting more articles about games into women’s mainstream media and magazines. I want games to be more accessible. I certainly don’t want anybody to feel like they don’t have the skills to play games. There will always be room for specialized media for games that has the knowledge and experience to cater to devoted gamers. I would like to expand our reach to more mainstream media as well, but to do this we need to find another form of rhetoric other than consumer journalism. The work that Spillpikene (Norwegian group of women writing about games) has done on this issue is really impressive and should definitely be considered an example.
I keep having the same discussion with with people in the games industry and journalists. All of us agree, but we never seem to be getting anywhere. Particularly on my end of things. I keep wanting to start things but never truly following through.
I’m very impressed with what Brie Code is doing by designing games for non-gamers. I love the attitude and vision of her work. But I also genuinely believe that there are so many undiscovered games out there which the sceptics, the ones who think gaming is a waste of time and boring, would love.
In search of the right rhetoric, I’m currently working on curating a talk for people who’ve always been curious about games – but have yet to understand their appeal. First I’m organizing a dinner with a bunch of local business women I’ve met on my journeys that are keen to get engaged with games, but have yet to understand their appeal. We’ll see where it goes from there.

Festival/Award/ – Sundance/Cannes for games
I know what you’re thinking! Not another one, right? We’re all already constantly exhausted and jetlagged because of all the trade shows for games! Yeah …. I almost didn’t put this here. It’s just when I think of the films industry I’m not so knowledgable. Sure … I’ve picked up a thing or two from our local film festival and I’ve been a member of a film club or two through my life time, but I’m not one of those that actively seeks out indie films on iTunes or something. I think of myself as a mainstream consumer of film. But when I see the words “Sundance” or “Cannes” on the film – I instantly think that it may be worth my while. I think BAFTA has done some great work there and many many others. But I’m not finding it hitting home among mainstream consumers yet.

Clearly – I don’t have the answers. But I would like to contribute to the conversation and this is my start of that.

Yesterday my feed reader was bombarded with Norwegian articles and blog posts about Second Life. Now, being a ‘job hunter’ who wants to continue working within the virtual world field, I get quite excited about such days! When I hardly have time to read all the Norwegian news about a virtual world – that means my future job prospects are looking up, right? Ssshhhh – don’t answer that – let me continue being deluded, sometimes ignorance is bliss and hopeful! ;)

The attention, it seems, comes from Wired’s “How Madison Avenue Is Wasting Millions on a Deserted Second Life” by Frank Rose about how most places in Second Life are deserted and businesses aren’t finding the consumer wealth they were looking for. I’m not certain what to make of it all. Two thoughts spring to mind: 1) Refreshing to see Second Life getting som critical press coverage from Wired 2) Do I really care enough about Second Life to go defend it on the different critical Norwegian blogs and websites? Not really.

First Tuesday has a branch in Bergen and they’ve organised a talk about Second Life on Tuesday. Imagine my excitement! It seems like the talk is based on discussing whether this virtual world is worth exploring for local businesses. My thought is: “Give me one good reason why not!”

Speakers will be IBM Sales Director, Bjørn Roksvold, the Project Manager of Design Containers Second Life, Ela Oliva and Severin Roald from Burson-Marsteller (this guy intrigues me, because his title is “Digital Media Champion” – which is a completely new word in my dictionary – I’m keen to learn what that’s all about).

Personally, I feel that the local businesses in Bergen don’t really have a sufficient web presence. It’s like they want people to have a hard time of finding out what they’re about, which has to be destructive on so many levels – or have I missed something here? I think it would be lovely for them all to get more involved with Second Life.

I just sincerely hope that they’ll take this new audience seriously and not just think that because it’s a virtual world they’ll only want to watch virtual world themed shows. This is a wonderful place to introduce independent film makers from all over the world!!! Gawww – yeah!!! Just think of all the wonderfulness that’s out there that we don’t get to see because no one’s buying! And experiencing such things is done so much better together with someone! And the communities – ohhhhh! I just see so many beautiful things happening from this partnership I’m going way overboard!

Update: Well – I haven’t been paying attention have I? Tony Walsh at Clickable Culture is a bit more sceptic – with good reason! But if it can really be done! I still say go go go!!!

So…I’m on the trail of fact finding! Sigh! I didn’t know it would be this hard? What? Am I too tired to think straight? Anyways – going through some previous blog stuff – like Korea’s legislature on MMOs, which ofcourse led me GameStudy – a study group for gaming culture of Korea which in turn led me to this commercial! It translates to: “All of Youth, It is time for taking “Enerzen”. While your competitors are sleeping, You, brave new worker, should recharge your energy for the win”.

First off – hahahahhahahahaha! Brave new worker!!!! Hehe! How lovely!!!
And then there’s the Americanized singing in the end! Hoooo hooo! Oh, I know I should take these things much more seriously – I’m just tired! And I want to find my freakin facts!!!!!! Anyways…enjoy!

This year, we’re commemorating the 100th anniversary of the death of Henrik Ibsen (is it just me or isn’t it a bit odd celebrating a great man’s death instead of his birth, although I’m sure we do that as well?).

Lots of innovative stuff is blossoming out of the woodwork from all over the world! I’ve truely been amazed several times.

I’d love to spend more time on this, but I have a lot to do today, so I’m gonna try and keep this short and fast!
I pretty much get depressed about marketing through blogging, but this…shall we say, phenomena, is just amazing!!!
Now, from what I can gather there’s a film coming out this summer called Snakes on a Plane, which looks hysterical!! And well…its sorta created a meme! There’s all sorts of stuff going on! Music, trailers, fan art, flash movies, blogs! And ofcourse a wiki! Apparently this is all old news! But it’s news to me!!